Search This Blog

Brand Factory Aces the Meme Game on Social Media

For two years now, Brand Factory, the discount retail outlet
for fashion brands, has been strategically capturing its audience’s attention
with witty, humour and well-timed content. No wonder they have become part of
the daily internet conversations of millennials across India. How did they
achieve this? Meme’s the word.

Mumbai: Brand
Factory, originally positioned as a ‘365 days on discount’ retail store, had
its communication centered around various offers and brand promotions. Today it
has evolved to ‘Best Brands. Smart Prices.’ and is perceived as a ‘smart place
to shop for brands’. To drive this change, they needed a fresh communication
approach. While ads like #DontGetFooled were launched in mainline media; on
digital, communication was driven through meme marketing.

The key to marketing to millennials is to
understand the primary reason they are on social media – to stay connected, to
be amused and to share a laugh or two. Memes, have become a rage and has often
found its way from Facebook to WhatsApp messages. They have seamlessly become
part of daily youth conversations. Brand Factory threw on the saddle and joined
these conversations; by creating their own memes based on current events,
trending TV shows, movies, news, web series, popular videos, and more.

“With memes, the key is timing. You’re not only trying to capitalize on
short-lived trends, but you need do it before the other brands. That makes
‘meme making’ a 24/7 creative exercise. And it’s always either a big hit or a
lost opportunity.” – Mr. Porus Jose, Creative Head, IdeateLabs

Memes aren’t restricted to just generic content.
When it comes to Indian festivals and widely celebrated ‘days’ like the New
Year and Valentine’s Day, among others, Brand Factory chose to greet their
audience through memes instead of traditional greetings.

All the big promos which were previously
transactional in communication, also adopted the meme theme. Besides, offline
campaigns are no longer adaptations on digital. Every TVC was bolstered on
digital platforms with a series of memes and interactive content.

Brand
Factory’s wit and satire managed to capture the hearts of Indian millennials.
In fact, it is the best organically performing content on the brand’s social
handles.

“Going by our brand DNA of being smart our content strategy on social
media has always been to be topical and quirky and be relevant to our TG, and memes
have proven to be one of the most effective routes. We don’t operate as typical
brand that like to play it safe, and thus we have given our digital agency the
freedom to be as creative and take risks if necessary to engage millennials. A
piece of content is successful when it’s shared without being offered freebies.
Memes have been just that for us. The organic engagement rates are phenomenal
and it’s a great way to ensure top of mind recall without spending big bucks.”–
Roch D’Souza, Chief Marketing Officer, Brand Factory.”

About Brand Factory (http://www.brandfactoryonline.com/): Brand Factory,
a Future Group concept, is India’s leading chain of fashion discount stores
with 72 outlets across 30 cities in India. It offers 200+ Indian and
International fashion brands at 20-70% discount, 365 days a year. It also
offers a diverse range of merchandise at absolutely great prices in a
refreshingly enjoyable ambience. Brand Factory stores include men’s
formals, casuals, youth wear, women’s wear, sportswear, kids wear, footwear,
accessories and more.

About IdeateLabs (http://ideatelabs.in/): IdeateLabs is a full-service digital
marketing company with offices in Mumbai, Delhi and Dubai and a team
of more than 100 Digital Marketing Professionals. With the chaotic overload of
information in the digital world, Team Ideate recognizes the importance of
creating relevant and interesting digital solutions. Finally, it benefits from
a client roster that exceeds 50 well-known Indian and international names such
as Sterling &amp; Wilson, AutoDesk, Hiranandani Communities, Brand Factory,
Future Brands, Edelweiss Tokio, Hafele, Kalpataru, Elica, Franklin Templeton to
name a few.

Get link

Facebook

Twitter

Pinterest

Google+

Email

Other Apps

Comments

Post a Comment

Popular posts from this blog

by Shrutee K/DNSMumbai, India, February 7, 2018 – Dell in India, ended 2017 on a high note, after introducing
its thin and light Inspiron family of products. Today, in the finale of this
series of announcements, Dell has launched the smallest 13-inch laptop in the
world, the latest XPS 13 (9370). Seeing technology as an expression of style
for users and a desire from fashion forward customers to blend technology into
their lifestyle, the new XPS 13 is a perfect fit to the growing portfolio. With
a robust configuration, unrivaled cinematic experience and eye-pleasing
aesthetics, the XPS 13 addresses the need for stylish and powerful machines
that deliver quality content on the go. Dell
identifies an opportunity for thinner, lighter and more powerful mobile devices
that both enthusiasts and professionals demand. Thriving on the philosophy of
design-centric premium PCs, Dell’ complete thin and light portfolio is the
consequence of leveraging this insight; and the XPS 13 will create a mar…

by Shrutee K/DNS Gourmetdelight.in announced as the first runner up at the RAI Retail Startup Awards 2018. The award was
presented to Raka Chakrawarti Founder
& CEO of Gourmetdelight.in by Ashwin Khasgiwala and Bijou Kurien. The list of startups this year included
others in food, technology and design sectors. Gourmetdelight is a premier online
organic food store and gourmet shop in Mumbai and Pune, India.It is an one-stop online destination for
organic food items and gourmet products. The runner up was chosen by an eminent
panel of judges including Bijou Kurien, Independent Advisory and Member -
Strategic Advisory Board, L Capital, Ashwin Khasgiwala CFO Reliance Retail
Limited, Bijit Nair, President, Retail House of Anita Dongre, Vaibhav Sanghvi
Co- CEO Avendus Capital, PV Sheshadri CEO Future Supply Chain Solutions, Dr
Prabodh Halde - Head Regulatory, Marico. About
Gourmetdelight.in:Gourmetdelight.in, the online food
store is a one stop solution for all those looking for natural,…

Will
provide ultimate experience for fans of Chennai Super Kings, Kolkata Knight
Riders, Mumbai Indians and Rajasthan Royalsby Shrutee K/DNSMumbai, March 22, 2018: If
you’re a cricket fan, then BookMyShow is where you need to be this Indian
Premier League (IPL) season. BookMyShow, which is India’s largest online
entertainment ticketing platform, is the official ticketing partner for the
home games of four of the biggest IPL teams this season. For the 11th
edition of Vivo IPL 2018, BookMyShow is the exclusive ticketing partner and will
manage the end to end fan experience for defending champions Mumbai Indians,
Shah Rukh Khan’s Kolkata Knight Riders and back in action and beloved Chennai
Super Kings and Rajasthan Royals. With this, BookMyShow controls over 50% of
the entire ticket inventory this season. The Indian
Premier League has emerged to be one the largest sporting events in the country
in the last decade and BookMyShow will provide its fans with the ultimate
experience right fro…